ScienceSales as a

WINNING BY DESIGN | ANDY FARQUHARSONFEBRUARY2019BERLIN

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Why we need it

What to improve

How to do it

AGENDA

Software

SaaS 3 year

Usage

SaaS Monthly

No cure.No pay

Paid Upfront

Hardware

SaaS Causes a New Proposition

SaaS-O-Meter

Results

SaaS 1 year

$

IVValue Impact

SellerBuyer

Get fired

Who cares

Important

SellerBuyer

Win rate 1:51:3

No cure.No pay

Paid Upfront

IV

$

SaaS Causes the Buyer/Seller Risk to Flip

Value Impact

Why? Revenues have shifted

MARKETING PROSPECTING SELLING ONBOARDING

Why? Revenues have shifted

ONBOARDAWARENESS EDUCATION SELECTION

PERPETU

AL

25%

75%

YEAR 2, 3

75%

MARKETING PROSPECTING SELLING ONBOARDING USING GROWING

Why? Revenues have shifted

ONBOARDAWARENESS EDUCATION SELECTION IMPACT GROW

25%

75%R

ECU

RR

ING

25%

PERPETU

AL

Sales Cycle (months)

Number of deals per year

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18

10s

100s

RECURRINGmodel with

ACV of <$50k

PERPETUAL SOFTWAREwith a large Upfront commit:

$100,000 + 20% U/S

Why? Compressed sales cycle

Why? Compressed sales cycle2008: 9 - 18 months

2018: 1-90 days

Why? Ordinary sales people

Superstar Team

SUPERSTARSORDINARY ORDINARY SUPERSTARS

Superstar Team

Why? MethodologyONBOARDBOOM!

AWARENESSARGH!!

EDUCATIONAHA!

SELECTIONWOW!

IMPACTYEAH!

GROWOMG!

Solution .

Consultative .

Provocative .

Why we need it

What to improve

How to do it

AGENDA

The Popsicle HotlineThe Popsicle Hotline

How? Focus on the Moments that Matter

1 2 3 4 5 6 7

PROSPECT MQL SQL WIN LIVE MRR LTV

Orchestratenot onboard

Diagnosenot pitch

Conversationnot qualification .

Pain.not fit .

Tradenot negotiate Impact

not usage

Grow.not renew

The SaaS Sales Methodology.

AE.MDR.

MARKETING.

AE.SDR.

ONB.

CSM

AE.CSM.

How? Specialized roles for each moment

PROSPECT MQL SQL WIN LIVE MRR LTV

ONBOARDBOOM!

AWARENESSARGH!!

EDUCATIONAHA!

SELECTIONWOW!

IMPACTYEAH!

GROWOMG!

AE AE

SDR

ONB

MDR

How? Selling is a Teamsport!

Outbound

Target

InboundGeneral

AE AE

SDR

ONB

MDR

AE AE

SDR

ONB

MDR

1.1= 1.951.1= 1.95

Why we need it

What to improve

How to do it

AGENDA

Adopt a data driven model

CoachVmanage

Enable with blueprints

HOW TO DO IT

IN 3-STEPS

Adopt a data driven model

HOW TO DO IT

IN 3-STEPS

What? Adopt a data driven model

What? Adopt a data driven model

AE.MDR.

MARKETING.

AE.CSM.

PROSPECT MQL SQL WIN LIVE MRR LTV

ONBOARDBOOM!

AWARENESSARGH!!

EDUCATIONAHA!

SELECTIONWOW!

IMPACTYEAH!

GROWOMG!

BUILD 1

BUILD 2

BUILD 3

CoachVmanage

HOW TO DO IT

IN 3-STEPS

What? Coaching vs. Managing

EndorphineDo what it takes to survive - work hard

DopamineRelease energy for the “chase” - goal driven.

OxytocinBeing together, part of the herd - build trust

Serotonin Achieving a s tatus -recognize s trengths

What? A new (old) model

10 20 70

What? Classroom

10%

What? Role play

20%

What? Practice in the real world

70%

Daily Weekly Monthly

What? Build a Coaching Cadence

Enable with blueprints

HOW TO DO IT

IN 3-STEPS

”An organization's ability to

learn, and translate that

learning into action rapidly,

is the ultimate competitive

advantage. ”

Jack Welch

What?

DISCOVERY

DEMO/PITCH

EDUCATE

PROPOSE

NEGOTIATE

CLOSE

Content

Crossell

Referral

Inbound

Outbound

Diagnose

Prescribe

Assist

Recommend

Commit

Preboard

Orchestrate RenewUse

Offboard

Hand-off

Gone Dark

No Show

PROSPECTING

WINNING

KICK-OFF

USING GROWING

Fix

Trade Upsell

PAUSE

LOST

HOT LEAD

ONBOARDINGHAND-OFF

Lost

MARKETING

Target

Resell

ENG

AGEM

ENT

TIME

INCREASE

DECREASE

Prioritize

No more than 2-3 questions to avoid sense

of interrogation.

Executive zone. Don’t ask. Instead provide insight

based on impact you have created for others.

Reset the diagnose

PAIN

PAINSITUATION

PAIN

PAIN

SUMMARIZE

EMPATHIZE

IMPACT

Ask if you got it right!

Share insights gained

What? Blueprints……How to Diagnose

SITUATION

Shorten the sales cycle

i viviii

ii

PROPOSEDIAGNOSE

viConnect the

wagons

ACE WAGON

Example: How To Perform a Best In Class Diagnose

What? I fear not the man who has

practiced 10000 kicks once, but

I fear the man who has practiced

one kick 10000 times."

Bruce Lee

We are here to help

What? WbD Online Toolkit

Methodology

Skills

What? WbD Online Toolkit

Designs

What? WbD Online Toolkit

Study Skills Designs

What? WbD online tool kit

Focus on giving your customer a great experience

and the results will follow.

SCIENCESALES AS A

WINNING BY DESIGN | ANDY FARQUHARSONFEBRUARY, 2019BERLIN